[영문에세이/essay] 마케팅관리/ 매카시(McCarthy) 위스키 싱가포르 출시 관련 논문 A+ 과제물입니다.

소개

"[영문에세이/essay] 마케팅관리/ 매카시(McCarthy) 위스키 싱가포르 출시 관련 논문 과제물입니다."에 대한 내용입니다.
Marketing Management/ McCarthy’s Whiskey Launches in Singapore

목차

1. Executive Summary
2. Introduction
3. Market Analysis (5 C’s)
3.1 Company
3.2 Customers
3.2.1 Target Market Analysis
3.2.2 Market Segmentation & Targeting
3.3 Competitors
3.3.1 Overview of Competition
3.3.2 Direct Competitors
3.3.3 Competitor Growth Strategies
3.4 Collaborators
3.5 Climate
3.6 SWOT Analysis
4. Consumer Decision Making Journey / Value Proposition
5. 12 Months Launch Strategy
6. Marketing Mix (4 P’s)
6.1 Product Feautures
6.2 Price
6.3 Place
6.4 Promotion
7. Proposed 3 Year Growth Strategy
7.1 Product Life Cycle
8. Measurement and KPIs
8.1 Digital Marketing Measurement
8.2 Other Marketing Measurement
9. Conclusion
10. Bibliography
11. Appendice

본문내용

McCarthy whisky has a long history in the whisky business possessing unique techniques in creating mid to high end whisky brands to suit different taste of all cultures. Their single grain and single malt Irish whiskies are sourced from the Great Northern Distillery (GND) which is one of the oldest and prestigious distilleries in Ireland. Being classified as Blenders, McCarthy took up the responsibility of crafting and blending the most top premium whisky of the smoothest taste available in the region and finishing them in unique casks. McCarthy has already established a distribution network of 50 distributors in various countries and intends to further grow its network starting in Singapore, South East Asia.

There are a few steps McCarthy will be undertaking to access the Asian market. It is largely different from western markets such as difference in price sensitivity and alcoholic preference. Comprehensive Market analysis have been done on the demographic of Singapore, focusing on alcohol segmentation by age group as well as income level. Other factors such as competitors and collaborators will be analysed as well in order to fit into the overall marketing strategy. Overall climate of the alcohol business in Singapore are carefully considered through a SWOT analysis (Strength, Weakness, Opportunities and Threats) and PEST analysis (Political, Environmental, Socio-cultural and Technological).

참고자료

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